The impact of customer-based brand equity on purchase intention: The mediating role of brand attitude in hotel industry

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	The impact of customer-based brand equity on purchase intention: The mediating role of brand attitude in hotel industry
	Liu, T. C.; Tseng , T.; Perez, A.; Chang, W. Y.
	2016-05-01
Source Publication	Proceedings of the 45th European Marketing Academy Annual Conference
Publication Place	Oslo, Norway
Publisher	European Marketing Academy
Abstract	This study examines the role of consumer-based brand equity (CBBE) on consumer attitude towards and behavioral intention of service brands in an emerging market. The conceptual model encompasses four CBBE elements (brand awareness, brand loyalty, perceived quality and brand image) and two consumer responses (brand attitude and purchase intention). The hypotheses were tested using a survey of 327 customers from luxury hotels in Macau, China. It is found that four CBBE elements are all positively related to brand attitude but not all are directly influencing purchase intention. This study advances the theory of CBBE in service brands beyond commonly discussed product brands, enriches existing knowledge by providing new insights on the mediating role of brand attitude, and provides new findings linking a market variable with consumer variables in the CBBE and service literature.
Keyword	Brand equity Brand attitude Purchase intention
Language	英語English
The Source to Article	PB_Publication
PUB ID	21740
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Liu, T. C.
Recommended Citation GB/T 7714	Liu, T. C.,Tseng , T.,Perez, A.,et al. The impact of customer-based brand equity on purchase intention: The mediating role of brand attitude in hotel industry[C], Oslo, Norway:European Marketing Academy, 2016.
APA	Liu, T. C.., Tseng , T.., Perez, A.., & Chang, W. Y. (2016). The impact of customer-based brand equity on purchase intention: The mediating role of brand attitude in hotel industry. Proceedings of the 45th European Marketing Academy Annual Conference.

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